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 BAUME & MERCIER GRANTS EXCLUSIVE SNEAK PREVIEW
 OF NEW  iléa Makes Its North American Debut in Houston, Texas

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BAUME & MERCIER, the luxurious Swiss watchmaking house (www.baume-et-mercier.com) gave an exclusive preview of their new women’s watch collection, iléa, during an intimate media breakfast on Friday, March 7, 2008. This was the first time iléa has been shown to journalists in North American, as the line will be officially launched in April 2008 at the SIHH in Geneva.
 
The media breakfast followed Baume & Mercier’s collaborative event on Thursday, March 6, 2008 with Magnum Photos, the world’s most prestigious photographers’ cooperative (www.magnumphotos.com). The evening event celebrated the art of photography in conjunction with Houston FOTOFEST 2008 Biennial of Photography. Houston Center of Photography hosted the event, which featured “Moments In Time” — a two-week exhibition created for Magnum’s 60th Anniversary comprised of a selection of their most iconic images. This was the second collaboration between Baume & Mercier and Magnum Photos.
 
Baume & Mercier’s Chief Executive Officer, Michel Nieto, made his first trip to Houston for this event to celebrate the company’s commitment to photography as its new expression, and took the opportunity at the Houston media breakfast the day following to preview the new iléa collection. Representing time as a woman, iléa’s soft curves embody Baume & Mercier’s first circular faced watch collection for women. During the breakfast, Michel Nieto spoke passionately about the distinctiveness of this graceful collection. “Not unlike the calla lily shown in the photographs with the iléa”, Nieto continued,” the collection was designed with the same elegance and fluidity of the uniquely feminine flower”. The original prototype of the iléa had a circular face, but when Nieto held it in his hands he felt that “something just wasn’t right” and the lines needed more attention. It was then the face took on a more subtle oval shape, a very unique feature that makes iléa a thoroughly feminine timepiece. 
 
Made of diamonds, polished and satin brushed steel, the new iléa was designed by a woman for women. iléa radiates voluptuous charm with its seamless curves and flowing lines, exuding understated elegance and timeless design. The name, fashioned specifically for this collection, expresses the origin of its essence: Intimate, Luxurious, Elegant and Active. iléa is the ultimate expression of time in the feminine mode.

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